2026-09-21T14:07:27Zhttps://repository.unam.edu.na/server/oai/request

oai:repository.unam.edu.na:11070/39582025-02-26T06:04:49Zcom_11070_3506com_11070_3317com_11070_3306col_11070_3628

Mwilima, Fred J. Penna, Master M. 2025-02-17T09:30:26Z 2025-02-17T09:30:26Z 2021 http://hdl.handle.net/11070/3958 A thesis submitted in partial fulfilment of the requirements for the Degree of Master of Arts in Media Studies The study assesses the use of social media as a corporate communication tool by the Namibian Broadcasting Corporation (NBC). The main objectives of this study were to assess the social media platforms used by NBC as communication tools to engage with their audience. The study examined the extent to which NBC has adopted these social media platforms. Another objective was to determine how these social media platforms were being used by the Corporation. The study further appraised the quality and effectiveness of engagement with the audience by NBC through these media platforms. The study applied a mixed method approach in collecting data with a key informant interview being conducted with the executive and senior management of the NBC. Participants in the study comprised of five (5) Executive managers who were decision-makers and twelve (12) senior managers whom the researcher believed to be implementers of the executive decisions. The study established that all respondents who took part in the study had active social media accounts thus had the knowledge of social media and how it operates. The findings of the study indicated that the NBC subscribes to social media networks such as Facebook, Twitter, Instagram, LinkedIn and YouTube. It was further established in the study that NBC engaged its audience and stakeholders using these platforms with the purpose of communicating news and informing the public of upcoming programmes. Institutions such as the NBC are advised to initiate and enhance dialogue with their stakeholders on social media, create interesting and engaging content en University of Namibia Social Media Namibia University of Namibia Knowledge Innovation Foundation Namibia Broadcasting corporation (NBC) Corporate communication tool An assessment of the use of social media as a corporate communication tool by the Namibian Broadcasting Corporation (NBC) Thesisopen.access